REI

Turn the end into a beginning.

Shopping at the flagship REI store was unanimously considered a positive experience by customers and employees
alike—with one very important exception: the end. So when REI recognized they were losing customer interest at
such a critical part of the journey, they turned to us to redefine the checkout area, all while
maintaining cohesion with the rest of the store.

We worked closely with the REI team to develop forward-thinking ideas that brought content to the forefront and
articulated the brand qualities that make REI such an exceptional store. The result was a space that reimagined
the in-store experience from the end to the beginning.

Reducing footage and wait times

A single long line that fed into 10 cash wraps was creating a bottleneck and long wait times. So we created
a new design that consolidated the register stations - all while reducing the square footage and dedicated
transaction space by more than 33 percent.

Details of experience

Inspired by the heritage of the original REI location on Seattle's Capitol Hill, we used materials and
details that evoked history and utility—reclaimed wood (stewardship), cold rolled steel (utility),
natural concrete countertops (connection to nature), and blackboard material (community).

Extending an experience

Inspired by interpretive panels typically seen at a national or state park, these installations identify
local hikes and activities that inspire customers to rediscover the great outdoors.

The results

With the help of Kiran Analytics, we created computer simulations based on observed REI customer behavior.
The analysis helped predict increased capacity, delivered on shorter wait times, and created a dramatic
surge in impulse sales at the end of the journey.